Can Sustainable Packaging Make or Break Brand Perception?

The short answer - yes. The long answer - brace yourself for it.

According to research by MacFarlane Packaging, 27% consumers are not likely to buy from a brand or retailer if the packaging they use is not sustainable. That’s understandable, when you overlay this data against the fact that more than 40% of the global shoppers comprise Gen Z. As a generation that pins a significant portion of their identity on adopting sustainable practices, their choice of what they buy reflects this mindset too.

Going back to the question in the title

Can sustainable packaging make or break brand perception? It certainly will, especially because the percentage of Gen Z shoppers is only going to increase as the years go by. Even if a B2C brand’s primary target audience is not Gen Z yet, it will soon be. So, it is important to make the right decisions today in the interest of being perceived as sustainable tomorrow. 

Some of the most common sustainable packaging materials that brands use are cardboard, paper, compostable material made from plant-based fibers and textiles. 

However, we strongly believe that in the pursuit of utilizing sustainable packaging material, brands must not forget a very important fact - the safety and integrity of their product. Afterall, what good is it to have sustainable packaging that allows mold to get into consumables or water to seep into tech products? That’s why it’s important to carry out package testing, to see whether the material is compatible with your product and the environments it goes through in the supply chain.

While the choice of the packaging material is a game-changer in how your brand is perceived, the design it carries also influences purchase decisions. It’s not enough to have sustainable and functional packaging. Its visual appeal can also influence purchase decisions. Want to know how? Interested in discussing what kind of packaging designs are likely to catch the attention of your target audience? Drop us a line at starkdesign.com.